Implementing the "Three transformation five transformations" and promoting the steady growth of wine Maotai in China

December 23, there are more than 1000 people to participate in Maotai Group 2014 National Wine Maotai dealers fraternity in Guiyang opened the curtain. 2014, in the industry continued to adjust the background, the domestic liquor industry a bleak, but the national wine Maotai still a lone show has maintained a steady growth. The total production of Maotai group is expected to reach 90,700 tons throughout the year, to ensure that sales revenue (including tax) 40.5 billion yuan, and strive to reach 40.7 billion yuan. 2015, Maotai Group will further implement the "three transformation, five changes" to promote the good and fast development of Maotai. National Wine Maotai A solo show 2014, in the global economic downturn, the domestic economic downward pressure further increase, external demand instability, weak domestic demand under the grim situation, the liquor industry continues to deep adjustment. January-October, the national scale of liquor production 10.0399 million liters, an increase of 4.54%, sales revenue of 403.387 billion yuan, the growth of 4.3% per cent, the total profit of 52.686 billion yuan, down 16.53%, tax 40.863 billion yuan, down 4.67%. At the same time, liquor industry listed companies operating performance dismal. In the first three quarters, 15 liquor companies listed in the total business receipts fell 14.25% compared with the same period last year, net profit fell 21.3% from the same period last year, of which only 1 of the net profit to achieve growth, and 3 losses, 11 of the net profit in varying degrees of decline. CPPCC Vice Chairman, Maotai group party secretary Chen said in the speech: "Maotai's excellent quality and loud brand is the cornerstone of its fight, as long as we because of potential, homeopathy and change, that is, the potential and new, manufacturers together to intensive cultivation, we will be able to quickly open the breakthrough to solve difficult, timely occupation of the commanding heights of the market, We will be able to win through the difficult road ahead, and eventually to the new higher level of glory. Zhengenguo, chairman of Maotai Group and chairman of Maotai Liquor Corporation, said in his speech that 2014 is the year for Maotai group to achieve the target of "Twelve-Five", and it is the beginning year of comprehensive deepening reform and the key year of transformation and development. Facing the severe economic situation and market test, Maotai Group fully implement the party's 18, 18 sessions of the three-and-four plenary session spirit, in-depth implementation of the Provincial committee, the provincial government strategic deployment, around production, management, management, in accordance with the "three transformation, five changes" the overall requirements, comprehensive reform, adjust the optimization structure, Strengthen the innovation drive, deep into the fine tillage market, achieved stability in the achievements, in order to deepen the reform to create a good environment. From three types of indicators: Total to step up, January-November, Maotai Group liquor production 86464 tons, of which maotai production 38745 tons, to achieve sales revenue (including tax) 34.392 billion yuan, The realization of tax 26.58 billion yuan, the total profit of 18.988 billion yuan, the realization of 12.296 billion taxes, tax 14.405 billion yuan, the total assets of the enterprise amounted to 77.8 billion yuan. The total production of Maotai group is expected to reach 90,700 tons throughout the year, to ensure that sales revenue (including tax) 40.5 billion yuan, and strive to reach 4700 million yuan, steady increase in growth liquor production, sales income, tax, industrial output value and other indicators are stable in a rise; the position continues first, the company's leading product sales, total profits, profits, taxes, per capita profitability tax, per capita tax, stock market capitalisation, brand value and other high ranking Chinese liquor industry top, Keep the liquor industry vanguard position, and further consolidate and enhance the Maotai liquor "The world's first brand of distilled wine" status. 2014, the National wine Maotai with excellent quality won the Brussels International Liquor Competition Gold Award. At present, Maotai stock total market value of more than 210 billion yuan, ranked the national wine industry listed companies first. This September, Maotai to up to 101.586 billion Yuan brand value, won the sixth annual Hua Bottle Cup award, in the Chinese wine enterprises in the lead to break through the brand value of billions of yuan mark. Three transformations, five transformations "promoting development Zhengenguo stressed that although the liquor industry is facing great pressure, but opportunities and challenges coexist. The new normal has brought new characteristics, new rules and new requirements to the development of liquor industry. In times of crisis, confidence is more important than gold, and methods are more precious than diamonds. 2015, Maotai Group will further implement the "three transformation, five changes", especially from the ideological deepening of the "three transformation, five changes" the importance of understanding, and put this realization into the market management and operation. In the key period of industry adjustment, market transformation and upgrade, provincial party committee, the provincial government is highly concerned about the development of Maotai Group, leading leaders and a number of provincial leaders in person Maotai Group, guiding the development and transformation of the company, especially Zhao secretary in his speech on Maotai put forward the "three transformation, five changes" strategic requirements, is to request in the development of ideas, The marketing strategy, the management pattern and so on three aspects diligently transformation, realizes from the official consumption to the commercial consumption, the high-end customer to the ordinary customer, the franchise monopoly to direct direct marketing, the domestic market to the domestic international market equally, the passive sale to the active marketing and so on five aspects transformation. Zhengenguo said that 2015 Maotai will do "three unchanged", that is, not to increase sales (stability on the basis of this year), not to add new dealers, special circumstances need to increase, must be approved by the provincial dealers fraternity, do not reduce the factory price, adhere to quality self-confidence. At the same time, will adhere to the efforts of the fine farming market, continue to promote market-oriented and fine tillage ability, according to market changes, consumer characteristics, consumer culture and the overall changes in the industry to create modern marketing capabilities; According to the channel level and channel form value distribution, build the marketing network, build the channel construction ability; for different types of terminals , classify and set up terminal marketing strategy, construct terminal control ability, build price control ability, and build the management ability of Maotai market by means of terminal goods flow to port construction. Adhere to the optimization of product structure. To push forward the structure adjustment is to do well the "subtraction law", "addition" is to discover and cultivate new economic growth point, sell series of wine as a new economic growth point; Subtraction "is the compression of the market does not need varieties, such as 38 degrees Maotai;" Multiplication "is to comprehensively promote science and technology, management, market, business model innovation;" Division "is to expand the numerator, reduce the denominator, improve labor productivity, capital return, in reducing costs. According to market and customer demand, rich product structure, to meet multi-level, diversified consumer demand. In addition, will be in-depth personalized marketing. Through personalized customization to Maotai to a market economy under the conditions of leading the consumption, leading the fashion, leading the label of Excellence, branded the imprint of the Times. With the help of Maotai culture, brand, quality resource advantages, the personalized products in the enterprise development strategy to pay attention to the implementation, to do our best personalized product development and services. actively participate in and support the reform of the Wine series. In the overall deepening of the reform opportunities, Maotai Group decided to realize Maotai and sauce Series Wine marketing separation, and gradually realize the series of wine supply and sales independent operation. After stripping, the series liquor marketing company in the property right, the system, the management uses the innovation pattern, the introduction strategic investor, realizes the mixed ownership, the entire staff salary clear zero, simulates the market budget to determine the price system, establishes adapts the middle end market development the incentive restraint mechanism, the reconstruction brand image, the development new product, consummates the product chain. Maotai Group general Manager Liuzili in doing the work summary said: "Goals and dreams, will be through the market to achieve the value of the breathtaking jump, we are the practice of this thrilling jump, we will not be entrusted with good governance, unity and hard work, in order to achieve the Grand blueprint of wine Maotai sincere dedication, and strive for. ”